Restaurant industry in Thailand continually grow, in particular chain restaurant which has outstandingly grown more than general restaurants, because of change in current consumers’ behaviors and positive factors supporting the business growth. Nonetheless, the restaurant businesses continue being encountered with the commoditization threats, together with ability to generate not too much profit, and the same competitive nature of the competitors in the market, inclusive of threats from high substitution goods and bargaining power of customers, causing more severely competitive situation in the market.
According to current market situation, Kyochon brand must enhance its competitiveness, based upon quantitative marketing research using questionnaires as the tool to study the consumers’ behaviors on eating out, having a meal at Korean fried chicken restaurants, and Kyochon restaurant. According to the result of the research, the Kyochon brand continues having 3 principle problems, namely, on the number of branches and the convenience in going to the restaurant, on few menu varieties in the restaurant, and on not so high awareness of the Kyochon brand.This strategic marketing plan can be applied to the Kyochon brand during the market is in the growth stage to solve the problems as encountered by the Kyochon brand in order to increase competitiveness to rival the market leader, by using product strategy for developing menu varieties in the restaurant, enhancing the number of branches, and strategizing integrated marketing communications to increase brand awareness. Furthermore, to differentiate the brand to create competitive advantages to be able to vie market share for the business from the market leader, by developing product assortment in the destination category of Korean fried chicken, and delivering the Kyochon brand value to target customer in the efficient and sustainable manners.
